How Merge Tags Work
The Format
Every merge tag follows the same pattern:{tag_name}
Write the tag in your message body, subject line, or button URL, and Fanaura replaces it with the actual data at send time.
What you write:
Fallback Behavior
If a merge tag references data that does not exist for a particular fan, it resolves to an empty string. The tag simply disappears from the message. What you write:Tip: Use merge tags in the middle or end of sentences rather than at the beginning, so empty fallbacks are less noticeable.
The Merge Tag Picker
You do not need to memorize tag names. Every message composer in Fanaura includes a Merge Tag Picker — click the{ } icon to open it.
The picker provides:
- Category browsing: Tags organized by type (Fan, Artist, Music, Tour, Merch, Custom)
- Search: Type to find a tag by name or description
- One-click insert: Click any tag to insert it at your cursor position
- Preview: See a description of what each tag resolves to
Complete Merge Tag Reference
Fan Tags
Personal data from the fan’s profile.| Tag | Description | Example Output |
|---|---|---|
{fan_first_name} | Fan’s first name | Sarah |
{fan_last_name} | Fan’s last name | Johnson |
{fan_email} | Fan’s email address | sarah@example.com |
{fan_phone} | Fan’s phone number (E.164 format) | +16157296291 |
{fan_city} | Fan’s city | Nashville |
{fan_state} | Fan’s state or region | Tennessee |
{fan_country} | Fan’s country | United States |
{fan_vip_status} | Fan’s VIP tier | Gold |
{fan_engagement_score} | Fan’s engagement score (0-100) | 87 |
Artist Tags
Your artist profile data.| Tag | Description | Example Output |
|---|---|---|
{artist_name} | Your artist/project name | Luna Ray |
{artist_bio} | Your artist bio | Indie artist from Nashville… |
{artist_website} | Your website URL | https://lunaray.com |
Music Tags
Data from your music assets and releases.| Tag | Description | Example Output |
|---|---|---|
{latest_title} | Title of your latest release | Midnight Drive |
{latest_artwork} | URL to the latest release artwork | https://cdn.example.com/art.jpg |
{latest_presave_link} | Presave link for the latest release | https://presave.fanaura.com/xyz |
{latest_stream_link} | General streaming link | https://link.fanaura.com/stream |
{spotify_url} | Direct Spotify link | https://open.spotify.com/track/… |
{apple_music_url} | Direct Apple Music link | https://music.apple.com/… |
{youtube_url} | Direct YouTube link | https://youtube.com/watch?v=… |
{ai_dsp_link} | Smart link that routes to fan’s preferred platform | https://fanaura.link/midnight |
Tip: Use {ai_dsp_link} instead of platform-specific links when possible. It automatically detects the fan’s preferred streaming service and routes them there — one link for all platforms.
Tour Tags
Data from your tour dates and events.| Tag | Description | Example Output |
|---|---|---|
{next_event_name} | Name of your next upcoming event | Luna Ray Live in Nashville |
{next_event_date} | Date of your next event | June 15, 2026 |
{next_event_venue} | Venue name | The Ryman Auditorium |
{next_event_city} | Event city | Nashville |
{tour_link} | Link to your tour page | https://lunaray.com/tour |
{ticket_link} | Direct ticket purchase link | https://tickets.example.com/… |
{presale_code} | Active presale code | VIPFAN2026 |
Merch Tags
Data from your merch products.| Tag | Description | Example Output |
|---|---|---|
{merch_item_name} | Product name | Midnight Drive Tour Hoodie |
{merch_item_link} | Product page URL | https://shop.lunaray.com/hoodie |
{merch_item_price} | Product price | $45.00 |
Custom Tags
Any custom fields you have added to your fan profiles are available as merge tags:| Tag | Description |
|---|---|
{custom_field_name} | The value of the custom field for that fan |
{favorite_song}— Fan’s self-reported favorite song{how_discovered}— How the fan found your music{birthday}— Fan’s birthday{preferred_genre}— Genre preference
Using Merge Tags by Channel
In Email Subject Lines
Merge tags in subject lines dramatically increase open rates:In Email Bodies
Use merge tags freely throughout your email content:In Button URLs
Merge tags work in button link URLs too:In SMS Messages
Keep it concise — merge tags count toward your character limit:In Instagram DMs
DMs should feel conversational:Merge Tag Patterns
The Personalized Presave Request
The Tour Announcement
The Merch Drop
Tips and Best Practices
- Always test: Send a test message to yourself to see how merge tags render with real data
- Plan for empty data: Write messages that still make sense if a merge tag resolves to nothing
- Use the Merge Tag Picker: Do not try to remember tag names — browse and search instead
- Favor
{ai_dsp_link}over platform-specific links: One smart link serves all platforms - Personalize subject lines:
{fan_first_name}in email subjects boosts open rates by 20-30% - Keep SMS merge tags minimal: Every character counts. One or two tags per SMS is plenty.
- Combine merge tags with conditions: Use conditions to check if data exists before sending a merge-tag-heavy message